Orticello's license

Licensing this brand means adding value to your product.

Certify the authenticity of your product with a hologram.

The idea

The Orticello logo was conceived and designed by Bob Noto in the first months of 2017 (before his death), one of the most famous Italian gourmet photographers, the first to introduce photography of dishes and a great discoverer of gourmet talents.

Philosophy

A small vegetable garden, a large kitchen, a loving cook: these are the three main ingredients that make Orticello a simple but special place.

The cuisine is simple, traditional recipes with a touch of the exotic, the excellence of the raw materials is special, carefully chosen according to the seasons.

This is the philosophy for creating a high quality cuisine, in which excellence becomes accessible: tasty dishes to eat every day.
Orticello prepares them for you and you take them away, or if you prefer, he delivers them directly to your home.

Business strategy

"Orticello" was born in 2017 with the intention of producing a high quality take away/delivery: in Milan four years ago no one offered high quality fast food, apart from a market operator, pizzerias by the slice, Chinese and Japanese restaurants.

The original idea (later implemented) was:
- conceive and propose a menu of high quality dishes (usually composed dishes), to be delivered at home or consumed on site (but the place was really small, so it didn't contain more than four people)
- excellence of raw materials (seasonal, zero km, small producers, etc), cooking methods, and particularly captivating and at the same time simple recipes, suitable for a light but tasty
- use eco-sustainable packaging in order to preserve the environmental impact (no plastic, only compostable material), give particular importance to the image of the kitchen and the restaurant with photographs taken by professional photographers

The menu, consisting of 13-15 dishes, was monthly and included meat, fish and vegetarian/vegan dishes to satisfy all tastes. Every day dishes of the day were then offered, communicated to customers via the website and social networks (Facebook and Instagram).

The reviews were excellent, many editorial publications (internet and paper) were interested in our business which from 28 May 2017 to December 2019 had grown exponentially. Only Covid has stopped our growth.

The clientele was mainly composed of:
- Clients of "food delivery" platforms (Deliveroo, Glovo, My Menu, at the time also Foodora)
- Direct customers to whom we delivered with our agents and who also bought in the store, professional and private studios
- Catering (breakfast and lunches, or lunches only) especially in the fashion and publishing sector, or business lunches in professional studios, and private events.

Our intention, upon opening, was to establish a "pilot" point to then subsequently, in the years to come, open other points of sale, initially we thought of as a franchise: the recipes, the style of the place and the logo/brand made it possible to think a rapid expansion of the business.

The logo/trademark was and is of great appeal: many have asked us if it was registered, and above all if we had other points of sale in the Milan area.
Simple but impactful, we believe it can be used not only in the fast food sector, but also in the production and sale (also online) of high quality foodstuffs.

Some photos of Orticello